Marketing for architects, engineers and contractors isn’t for the faint of heart, as the saying goes. Have you ever taken a moment to ponder what marketing and business development professionals must do on a regular basis? Here are some thoughts that I’ve noticed lately:

We’re selling the invisible to someone
who is buying the unknown.

Wally, thanks for a mind-blowing conversation! And imagine this: We can do everything right and lose, and everything wrong and win.

Who else has this conundrum to
wrangle with every day?

We constantly talk about issues, features, benefits, and proofs. Still, how do we actually prove that we will respond quickly when the client has a question? Sure we have client testimonials praising our responsiveness, but what happens when our teams are so busy they hardly have time to take lunch? And what exactly does “respond quickly” mean? An hour? A day?

For a highly technical, exacting industry, qualification-based selection is highly subjective.

Clients made decisions emotionally and justify rationally.

Design and construction are rampant with formulas and calculations, spreadsheets and computer models. Our technical colleagues are creative and bright—and often are not the best communicators.

Yet, the AEC industry is based on awareness, respect, and trust—the human connection is the deciding factor.

AEC marketers and business development professionals are expert navigators in an industry of contrasts and exceptions.

Proposals are compliance-driven and interviews are chemistry tests.

Just when you think you have a moment to catch up on all those “to do” items, your inbox fills up with RFPs and RFQs. Even when we’re well positioned and have done all our homework, that project opportunity seems to have a mind of its own and reveals itself when it’s ready, on its own timetable.

For me, I’ll enjoy the reflection moments, and then get all fired up when there’s a potential win on the horizon. I’ll take all the paradoxes and unpredictable situations.

Are you an AEC lifer?

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